Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities

Abstract

This study aims to explain the antecedents of B2B customer satisfaction in the pharmaceutical industry of Jordan. The study mainly investigates the direct role of social media marketing on B2B pharmacy staff satisfaction through the lenses of the Kano model, value creation, and transaction efficiency. Purposive sampling was used to collect data from 573 pharmacy staff. Structural equation modelling and regression analysis were used to assess the constructed model’s validity. Results of the study show that the social media marketing construct had both direct and indirect impacts on B2B customer satisfaction. Specifically, the Kano model, value creation, and transaction efficiency’s mediating effect on the constructed model were found to be effective when building integrated marketing strategies for B2B customers in the pharmaceutical industry.